Brand Wagon

Zomato eyes at creating new revenue streams; IPs are also used as a marketing tool

The food-tech firm currently has two events - Zomaland and Zomaland Picnic under its banner.

Zomato, Zomaland, Zomaland Picnic, Events, Chaitanya Mathur, food-tech, online food delivery, online food delivery firm, Dubai, Toyata, TikTok

Mobile handsets: Nokia’s smartphone troubles

While Nokia phones are sold on both Amazon and Flipkart, the company stays out of flash sales — a strategy that has become a staple for brands like Xiaomi and OnePlus

Nokia is betting solely on its software play in a market that is obsessed with hardware specifications.

Why new-age publishers are partnering with affiliate platforms

Online publishers often lack the knowledge and familiarity to leverage online tools to monetise content

Signing up with leading affiliate networks can also help bloggers and YouTubers gain access to several hundred brands and campaigns on a single platform

Akshay Bector of Cremica Food on how he unwinds in weekends

I usually have six to seven meetings in a day — with the sales and marketing teams on current campaigns and updates on products in the pipeline or meeting various stakeholders.

Akshay Bector, Cremica Food industries CMD, after hours, brandwagon

How the ‘open architectural’ model has helped Interpublic Group to achieve growth

The advertising conglomerate posted an 8.4% increase in net revenue to $2.06 million for the quarter ended September 2019, as against $1.90 billion, during the same period, last year.

Interpublic Group, Terry Peigh, IPG, healthcare marketing, public relations, Interpublic Group, revenue growth, Interpublic Group MD

Review corner: Five Diwali ads that hit the right note

A couple out shopping, decides to buy a mixer grinder when faced with the ‘tough’ task of choosing between two kurtas for the husband. Preposterous can be funny, but this one just falls flat.

BBlunt is different because we understand Indian hair: Anirban Banerjee, Head, global innovation

We will look at geographical expansion for our salons; but for products, we aim to expand within India at the moment.

Partho Dasgupta resigns as CEO, BARC India; Sunil Lulla takes over

BARC was created in 2010 to replace TAM Media Research, which is jointly owned by is a joint venture company between AC Nielsen and Kantar Media Research/IMRB.

Sunil Lulla and Partho Dasgupta

BSNL bets on content to drive consumption; to focus on localisation and personalisation

The company which has tied up with YuppTV, plans to announce three more such content deals with local players

Additionally, the state-run telecom operator claims to concentrate on the delivery of personalised content to its consumers.

Why text messaging is yet to be used inventively in India

Cost of one SMS is around 12 paise, whereas a promotional e-mail could cost 2-4 paise. A retail brand organising a high intensity campaign for its seasonal sale could end up spending Rs 15-20 lakh to

text messaging, messaging, India, SMS, marketing,  transactional communication, BFSI, Future Group

Del Monte taking its offerings to small towns, but is the market ready for gourmet Italian food products?

Industry reports suggest that Italian cuisine is the second most popular international cuisine in India, after Chinese, due to the presence of several QSR chains. It isn’t, therefore, a surprise th

Isha Ambani backed Elbi India collaborates with 60 brands

Brands such as Levis, Amazon Alexa, MRF, Puma, Kama Ayurveda, H&M, Van Heusen, Puma, Lenovo, Bose, among others, are currently available on the platform.

ZEEL goes bullish on its English movie channel &flixHD; inks a first telecast deal with Sony

Called, ‘World Television Premieres’ under the sub-brand, the English channel will premiere movies during prime-time in the weekend and in the afternoon.

Netflix, &flix, Zee Entertainment, ZEEL, Kartik Mahadev, Sony, Navin Khemka, MediaCom, Amit Shah, MIB: International, Brightburn, Spider-Man: Far From Home, Angry Birds 2, Zombieland 2, Charlie’s Angels (2019) and Jumanji: The Next Level, video streaming platform, OTT, Diney, PVR, TAM AdEx

After hours: Naveen Anand, Senior Director, Marketing, Oriflame South Asia

I am very organised; my entire day is well planned. After a quick short walk in the morning, I reach office by 8.30 am. I like to review what I wish to accomplish at the beginning of my day and schedu

After hours, Naveen Anand, Senior Director, Marketing, Oriflame, South Asia, Brand Wagon, industry news

Pharma companies must leverage the digital medium better

To effectively reach and engage with this new class of consumers who spend most of their time online, the medical community must explore digital marketing and make strategic patient-centric decisions.

Pharma, Pharma company, digital medium, Brand Wagon, pharmaceutical company, Direct consumer, Indirect consumer, Long term consumer, medical practitioner

Don’t want to put all content behind a paywall: Aditi Shrivastava, Co-founder, Pocket Aces | Interview

Our mission is to solve boredom. There are now 500 million Indians who have an internet connection, and are spending nearly five hours a day on social media and entertainment.

This Diwali, PayPal India goes digital with its festive season campaign

The digital-only campaign is called titled, ‘ Ye Diwali 365 Days Wali’ aims at encouraging consumers to shop and avail benefits throughout the year.

PayPal, TV Naarayan, Diwali, festive season, digital advertising, programmatic, display ads, festive campaign, YouTube, influencer marketing

With auto sector in slump and economy in slowdown, is it all gloom this festive season?

Consumers are looking at spending cautiously, but they have not stopped their purchases.

Interestingly, people actually tend to hold off purchases before the festive season, as they look forward to deals and discounts offered by retailers during that time.

Our industry is very dynamic: Monte Carlo’s Rishabh Oswal

Certain practices in the apparel market continue to loom like dark clouds, says Rishabh Oswal, Executive Director, Monte Carlo.

Rishabh Oswal, Executive Director, Monte Carlo

Explained: Why it’s tough to create impact in consumers’ media-filled universe

Advertising when the customer needs your product the most is an age-old tactic for effective marketing.

Ads must create a visual impact to grab consumers’ attention.

Facebook looks to bolster its video advertising solution; plans to roll out new products and services

About 1 billion stories are shared every day across all apps operated by Facebook including Instagram.

Encrypting rebellion, Facebook revolution, Umbrella Movement, Telegram, Facebook, Twitter, 

Netflix, Eros Now, other OTT platforms tie up with airlines to tap large user base

OTT platforms are partnering with travel agencies, airlines and cruises to tap on-the-go audiences

Netflix, Eros Now, OTT platforms, SonyLIV, ZEE5, RailYatri, MakeMyTrip, Sony Pictures Networks India, IndiGo Airlines

In the news: Taboola and Outgrain announce merger

Digital advertising platforms Taboola and Outbrain have entered into an agreement to merge, in order to provide enhanced advertising efficacy and reach marketers worldwide.

Digital advertising platforms, Taboola, Outbrain, Leo Burnett, Trivago, SonyLIV, ALTBalaji, Columbus India

Why are homegrown tea companies foraying into quick-service restaurants?

Indian tea brands want a piece of this steaming hot business.

homegrown tea companies, quick-service restaurants, Chai Point, Chaayos, Tea Board of India, Goodricke Group

Indian marketers slower in employing brand safety: John Montgomery, EVP-Global Brand Safety, GroupM

GroupM’s John Montgomery tells Sonam Saini that while marketers are more cognizant of ad frauds, much more needs to be done to ensure brand safety.

Indian marketers, John Montgomery, Global Brand Safety, GroupM, Cambridge Analytica data breach, facebook, digital safety

How marketers can make the most of mobile medium

Video is the new, sexy means of storytelling. It allows marketers to showcase their properties and experiences through digital video ads.

mobile medium, Technology-enabled brands, video ads, social media, tech platforms, Cross device marketing, Facebook, target audience
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